Interpublic Shifts $250m Ad Budget from TV to YouTube
- Monday, May 9th, 2016
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Marketing group Interpublic has signed a deal with YouTube, committing to spend at least $250m (£173m) on its video ads between October 2016 and December 2017.
The money will be spent on premium Google Preferred inventory, according to The Wall Street Journal, and will be taken directly from clients’ TV budgets.
Those clients include the likes of Coca-Cola, Johnson & Johnson and Fiat Chrysler. 
For YouTube, this is a major boost to its ad revenues – around one eighth of $1.9bn it is predicted to make in the US this year, according to eMarketer forecasts – though it represents a less significant chunk for Interpublic. Magna Global, the ad buying arm of the group responsible for the deal, reportedly spends $5-6bn annually on national TV ads.
